The Greater Zion area is on a premier stage like never before. Over a span of 13 months, the communities here will host three world championship endurance events including the IRONMAN World Championship and two IRONMAN 70.3 World Championships. The IRONMAN World Championship is the longest running, most iconic endurance event in the world and St. George will be the first destination outside of Hawaii to host it. Leaders have said this will be the most globally significant event to take place in Utah since the 2002 Winter Olympics. This speaks volumes about the kind of destination we have become. Much like what the Winter Olympics did for northern Utah in 2002, hosting three back-to-back world championships will showcase the qualities of the area, demonstrate the capabilities of our people, and strengthen the fundamental economic value of our communities in an unrivaled way. Through events like these, the area gains credibility and respect from business owners and leaders throughout the world. This “street cred” enhances the economic development opportunities for business sectors far beyond tourism, sports and hospitality. This session will showcase the value and opportunities these events bring and explore the far-reaching benefits to the overall economic development efforts in the area.

1. How iconic events make
Champion Makers
winners of us all

2. IRONMAN
More than $120m in direct economic impact since 2010

3. September 18, 2021

4. 3522 Athletes 11,362 Visitors
75% First time visitors
From outside of Utah
97%
$18 million economic impact
79% Want to return
96%Would recommend
87 Countries 50 States

6. Lauren Parker - Olympic Silver Medalist - Australia

7. 2021 IRONMAN 70.3 WORLD CHAMPIONSHIP
TOTAL RACE COVERAGE
Sources: Facebook Insights | Socialbakers
Peak Concurrent
People who watched 30 secs or more
Live + VOD Highlights
Reactions + Shares + Comments
Facebook live and highlight video metrics across multiple pages

8. 2021 IRONMAN 70.3 WORLD CHAMPIONSHIP
VIDEO ON-DEMAND
Sources: Facebook Insights & Socialbakers
Video plays of preview/highlights
Number of time a post was seen
Facebook video metrics for previews and halo highlights
Total Video Views
* No Facebook Boost

9. Media Coverage & Value (domestic)
• Pre Race
• $7.6 million media value in the 8 months leading up to the race
• Audience reach: 277 million
• Post Race
• $8.6 million media value in the 2 months following the race
• Audience reach: 340 million

10. Kyle Brown - Farmington, Utah

12. I wanted to tell you that St George has the greatest hospitality of any race I’ve been to with IRONMAN -
(47+ IRONMAN races).
The entire town and neighboring communities in Washington County really know how to make you feel
welcome and appreciated.

13. What does this all mean?

14. “St. George has proven itself time and again to be a world class
venue, where Champions choose to rise to the challenge, in the
Land of Endurance.
As a result, it is with great excitement that we let you know that
the IRONMAN St. George event on May 7, 2022 will now become
the 2021 edition of the IRONMAN World Championship. St. George
will also host the 2022 IRONMAN 70.3 World Championship on
October 28, 29, 2022.”

15. 2021 IRONMAN 70.3 World Championship
Saturday, September 18, 2021
2022 IRONMAN 70.3 World Championship
Friday, October 28, 2022
Saturday, October 29, 2022
2021 IRONMAN World Championship
Saturday, May 7, 2022
2022 IRONMAN North American Championship
Saturday, May 7, 2022
3 World Championships
in 13 Months

16. May 7, 2022

17. in economic impact
$40m in media value
to Kona
$70 million

18. “Maybe the biggest event in Utah
since the 2002 Winter Olympics, as
far as a world-wide marquee brand.”
Jeff Robbins: CEO, Utah Sports Commission

19. Hosting large-scale international sporting events like the
IRONMAN World Championship are important to the
state’s preparations for an Olympic bid.
Sarah Hirshland - CEO
United States Olympic and
Paralympic Committee
How is Utah preparing?

24. G R E AT E R Z I O N
Economic impacts of tourism
$600m Direct Spending by Visitors
8,900 Jobs Created
$220m Labor Income for County Residents
$11m State Income Tax
$25m Sale Tax
$732m Total Output for Businesses
$379m Value Added Economic Activity (providers for tourism businesses)
A P P L I E D A N A LY S I S I M PA C T S T U D Y - 2 0 1 9

25. G R E AT E R Z I O N
Why it works
A P P L I E D A N A LY S I S I M PA C T S T U D Y - 2 0 1 9

26. $800m in visitor spending through September

29. More than the Money

30. Iconic Events
• Raise the profile of a community
• Promote long term investment
• Create jobs
• Generate enthusiasm and a sense of community
• Reduce taxes

31. Iconic Events
• Raise the profile of a community (all eyes are on us)
• Influences worldwide perceptions/acceptance/appreciation
• Demonstrates the community’s capabilities
• “Street Cred” enhances economic opportunities for all business sectors
• Introduce successful people to the community
• Attracts business investment
• Persistent increase in community recognition and tourism

32. “Hosting these type of events puts us on a
worldwide stage that opens the eyes of successful
and experienced people to the capabilities of our
communities and the opportunities available here.
They create credibility and attract positive
attention that benefits all of the businesses here.”
Patrick Manning - Managing Partner
Enlaw, Black Desert Resort

33. “At Zonos our mission is to create trust in global
trade, and with a global clientele like ours, we
see the benefits of having globally recognized
events like the IRONMAN World Championships
in our hometown and where we have our global
headquarters.”
Josh Aikens - Chief of Staff
Zonos

35. Iconic Events
• Promote long term investment
• Improved sporting and event venues
• Additional amenities & services
• Golf Courses
• Parks & Trails
• Restaurants & Shopping
• Recreation & Entertainment
• Transportation
• Infrastructure to support the influx of visitors

36. Springdale, Utah
• Property Taxes provide less than 2% of total revenue fund
• Less than 1% of total budget
• Tourism Taxes and Fees pay for:
• Police Services
• Streets - sweeping, cleaning, maintenance
• Water & Sewer (this would be septic, not sewer)
• Parks & Park Services

37. $25 million invested
• $10m grant for Zion Corridor Path ($3m match)
• $2.5m SR18 Projects
• $2.5m Dixie Center Improvements
• $2.5m Human Performance Center at DSU
• $1m Hurricane Trails System
• $1m Snake Hollow Bike Park
• $835k Hurricane Valley Fire
• $500k Virgin River Trail System
• $500k Annual St. George City
• $500k Annual DSU Marketing Agreement
• $375k Santa Clara BMX Park
Over the past decade, more than
$25 million
from TRT funds have been invested
in projects throughout the county
Recent Projects

38. Iconic Events
• Create Jobs
• Construction
• Housing
• Suppliers
• Development
• Planners
• Medical
• Health
• Fitness
• Financial
• Legal
• Technology
• Creative Services
• Real Estate
• Recreation
• Education
• Transportation

39. Iconic Events
• Generate Enthusiasm
• Energy and excitement
• Community pride
• Volunteerism
• Civic virtues

40. “Strong communities have a significant sense
of purpose. People’s roles have meaning in
the bigger picture of the community and
each member of the group understands how
their work connects to others’ and adds
value to the whole. As members of
community, people don’t just want to lay
bricks, they want to build a cathedral.” - Forbes

41. “These events provide opportunity for
all of us as 'parts' to come together and
create a better 'whole'.”
Lisa Beck - President
Harmony Public Involvement

42. “These kinds of events inspire people to resolve
to improve their health, to set personal goals and
achieve them. They build on the hope we each
have within that we can become better versions
of ourselves. That’s how a healthy future begins
and ultimately that vision carries the person who
acts on it to a lifetime of achievement.”
Mitch Cloward - Administrator
Intermountain St. George Regional Hospital

43. “As a boy I passed out water in the early days of
the St. George Marathon and cheered on
neighbors and friends. I always knew I would run
the marathon when I was old enough - and sure
enough, I've run it several times along with my
wife and each of my brothers and sisters and
many of their spouses. ”
Shayne Wittwer - CEO
Wittwer Hospitality

44. “They create an elevated community
experience, with improved community
amenities, fueled by the economic
impact of outside dollars.”
Tracey Welsh - General Manager
Red Mountain Resort

45. “When the world comes to us, we add an element of
inclusion and diversity into our area that would not be
possible without events like these. We're exposed to
ideas, personalities, cultures and people that many of
us would never meet any other way. And they are
exposed to us and our way of life as well. By
familiarizing ourselves one with another, we bring the
world a little closer together and our community gets to
be a part of that. It's pretty special.”
Kyle Case - CEO
Huntsman World Sr. Games

46. “These events are critical to our future! In
some ways they are the beating heart of
our community. The longer they continue,
the more tradition and vibrancy we will
enjoy. They will be anchors for our
economic prosperity, identity, and growth.”
Lance Brown - Development Officer
Dixie State University

47. Iconic Events
• Lower Taxes
• Tourism taxes provide $1200+ in tax relief per household each year
• 20% of the food tax collected is from visitors
• Impact fees collected from hospitality business offset other taxes
• Washington Co. has the lowest property tax in the state

48. “For a small community like St. George/
Washington County to host a world
famous event is amazing. It’s a
testament to the caliber of people
within the community.”
Christian Millward - Sports Medicine
Intermountain St. George Regional Hospital

49. “These types of events not only support
the area economically, but they give the
community a sense of outdoor active
culture and exciting things to do.”
Isaac Barlow - Managing Partner
TechRidge

50. “These events bring dedicated and highly successful
people to our community. They bring business
connections that lead to business opportunities.
They expose us to new cultures and ideas and
provide opportunities to learn, serve and grow.
Whether people know it or not, these events
positively impact every person in the community.”
Paul Morris - VP of Administrative Affairs
Dixie State University

51. It hasn’t always been this way…

52. “A poor and worthless place.”
- Parley P. Pratt
G R E AT E R Z I O N
Historically there wasn’t a tourism component
Historically there wasn’t a tourism component

53. “If I had a house in hell and a house
in St. George, I’d rent out the one in
St. George and live in hell.”
- J. Golden Kimball
G R E AT E R Z I O N
Historically there wasn’t a tourism component

54. “Ever since this country was settled, people
have been occupied almost exclusively
with wresting a living from the soil and
getting a toehold economically.”
- Orval Hafen, early 1900s
G R E AT E R Z I O N
Orval Hafen

55. “Instead of the isolated little farms and cattle
ranches, we may be in the midst of a
recreational center, which will entirely change
our attitudes, our outlook, our associations,
our opportunities….”
- Orval Hafen, 1930s
G R E AT E R Z I O N
Early vision

56. “Our reasons for building a golf course are
mostly to attract people from outside to come
here and spend their money.”
- Orval Hafen
G R E AT E R Z I O N
It wasn’t for the locals…

57. Emesa Mohring - Budapest, Hungary

58. A transformational year…
• 2 World Championships
• 8-10 significantly newsworthy events
Help us build out the story of success.

60. Claim your place
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